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Mobile 101
TMKU

Monday, October 28, 2013
AGENDA
• What is Mobile?
• Mobile Landscape
• Mobile Behavior
• Evolution of the Mobile Campaign
• Implications of the Mob...
WHAT IS MOBILE?

Monday, October 28, 2013
WHAT IS MOBILE?

4

Monday, October 28, 2013
WHAT IS MOBILE?
A mobile device (handheld device) is a
handheld, lightweight,
portable computing device, typically
having ...
MOBILE
ANYWHERE, ANYTIME

Monday, October 28, 2013
MOBILE LANDSCAPE

Monday, October 28, 2013
MOBILE TRAFFIC IS GROWING...

Device Share of Website Traffic
Traditional

Tablet

Smartphone

• Smartphone and Tablet tra...
MOBILE DEVICES ARE SMART...

• 50.4% of mobile users in the US
have a smartphone
• Smartphone sales are now over
70% of al...
TABLETS OWNERSHIP PACING?
Smartphone

Device Owners

100 MILLION
Tablet

40 MILLION

1

2

3

4

5

6

7

8

Years Post In...
0%
JAN 2005
MAR 2005
MAY 2005
JUL 2005
SEP 2005
NOV 2005
JAN 2006
MAR 2006
MAY 2006
JUL 2006
SEP 2006
NOV 2006
JAN 2007
MA...
MOBILE INNOVATION

"[The iPhone and iPad] were revolutionary when they first
came out, but [rivals'] products that are out...
MOBILE BEHAVIOR

Monday, October 28, 2013
CONSUMER DEVICE BEHAVIOR THROUGHOUT THE DAY

Weekday Share of Device
Page Traffic in the U.S.

Source: comScore Device Ess...
WHAT DO PEOPLE DO ON THEIR PHONES?
Time Spent per Smartphone App Category

In App:
•While most smartphone users in

2012 h...
TABLET BEHAVIOR
Retail appeals more to tablet consumers than smartphone users

39%

Sports

25%

Retail

48%
51%

38%

Ent...
MOBILE VIDEO

While not a top 10 content category consumed, 25% of smartphone owners
watch videos on their smartphones dai...
LOCAL MOBILE CONSUMER

•Your future customers are literally around the corner,

and mobile can get them in your door
•Mobi...
LOCAL MOBILE SEARCH

18

Monday, October 28, 2013
MOBILE CAMPAIGNS

Monday, October 28, 2013
EVOLUTION OF THE MOBILE CAMPAIGN
US MOBILE AD SPENDING SHARE,
BY FORMAT, 2009-2014
% OF TOTAL

2009
55%

22%

20%

3%

25%...
EVOLUTION OF THE MOBILE CAMPAIGN

AVERAGE TIME SPENT PER DAY
vs. US AD SPENDING SHARE
TIME SPENT SHARE

TV
INTERNET
10% TI...
MOBILE ECOSYSTEM

Monday, October 28, 2013
MOBILE ECOSYSTEM

PUBLISHERS

CARRIERS

AD NETWORKS
OEM

OS

SOFTWARE

BROWSERS
RETAILERS

CHANNELS

AD EXCHANGES

23

Mon...
MOBILE ECOSYSTEM

What are the measurement implications of this ecosystem?
1

2

DATA IS NOT
3

4

UNKNOWN UNIQUES

UNRELI...
THE MOBILE ECOSYSTEM

DATA IS NOT SHARED

Most of these buckets do not work together, which means it will
probably get wor...
THE MOBILE ECOSYSTEM

DATA NOT VALIDATED

A number of sources all pull from the same inventory or panels.
There is no one ...
THE MOBILE ECOSYSTEM

UNKNOWN UNIQUES

Publishers have a difficult time assessing unique visitors.
This problem is magnifi...
THE MOBILE ECOSYSTEM

UNRELIABLE COOKIES

Both Javascript and HTTP cookies are unreliable for the mobile Web
and are not e...
THE MOBILE ECOSYSTEM

PRIVACY ISSUES

Even though Unique Device Identifiers or PII’s are being phased out
on some devices,...
THE MOBILE ECOSYSTEM

VISIBILITY

Some mobile vendors are not transparent about the fact that many of
them share the same ...
MOBILE MEASUREMENT

Monday, October 28, 2013
AVAILABLE DATA

1ST

Data Source:
Publisher’s servers, database OR their adserver like Mocean.

Web
Mobile

Mobile Apps

•...
IOS 7
iOS 6 and iPhone 5 made huge strides in making mobile more
trackable and measurable. iOS 7 is pushing advertisers to...
AVAILABLE DATA

3RD

SURVEY

CARRIER REPORTED

MOBILE TAGGING

PUBLISHER ANALYTICS

34

Monday, October 28, 2013
BEFORE YOU RFP

Remember:
1. Many partners have access to the same inventory and 3rd party data.
2. Algorithms make a diff...
LOOKING AHEAD

36

Monday, October 28, 2013
SO WHY EVEN DEAL WITH MOBILE?
We don’t need to reiterate the sheer reach and engagement
potential for mobile. Even with th...
WILL OUR PLANS BE 100% MOBILE SOMEDAY?

Maybe, but we will use the platform and medium that will best
achieve optimal resu...
THANK YOU

Monday, October 28, 2013
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Mobile Landscape

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Overview of the Mobile Landscape, Consumer Behavior, the Mobile Ecosystem and Measurement.

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Transcript of "Mobile Landscape"

  1. 1. Mobile 101 TMKU Monday, October 28, 2013
  2. 2. AGENDA • What is Mobile? • Mobile Landscape • Mobile Behavior • Evolution of the Mobile Campaign • Implications of the Mobile Ecosystem • Mobile Measurement • Before you RFP 2 Monday, October 28, 2013
  3. 3. WHAT IS MOBILE? Monday, October 28, 2013
  4. 4. WHAT IS MOBILE? 4 Monday, October 28, 2013
  5. 5. WHAT IS MOBILE? A mobile device (handheld device) is a handheld, lightweight, portable computing device, typically having a display screen with touch input and/or a miniature keyboard – and for the purposes of our discussion smartphones and tablets 4 Monday, October 28, 2013
  6. 6. MOBILE ANYWHERE, ANYTIME Monday, October 28, 2013
  7. 7. MOBILE LANDSCAPE Monday, October 28, 2013
  8. 8. MOBILE TRAFFIC IS GROWING... Device Share of Website Traffic Traditional Tablet Smartphone • Smartphone and Tablet traffic nearly doubled in the last year. Source: Monetate Q1 2013 Ecommerce Quarterly 7 Monday, October 28, 2013
  9. 9. MOBILE DEVICES ARE SMART... • 50.4% of mobile users in the US have a smartphone • Smartphone sales are now over 70% of all mobile phone sales 8 Monday, October 28, 2013
  10. 10. TABLETS OWNERSHIP PACING? Smartphone Device Owners 100 MILLION Tablet 40 MILLION 1 2 3 4 5 6 7 8 Years Post Introduction 9 10 11 12 Source: comScore Mobile Landscape, Mark Donovan 2012 9 Monday, October 28, 2013
  11. 11. 0% JAN 2005 MAR 2005 MAY 2005 JUL 2005 SEP 2005 NOV 2005 JAN 2006 MAR 2006 MAY 2006 JUL 2006 SEP 2006 NOV 2006 JAN 2007 MAR 2007 MAY 2007 JUL 2007 SEP 2007 NOV 2007 JAN 2008 MAR 2008 MAY 2008 JUL 2008 SEP 2008 NOV 2008 JAN 2009 MAR 2009 MAY 2009 JUL 2009 SEP 2009 NOV 2009 JAN 2010 MAR 2010 MAY 2010 JUL 2010 SEP 2010 NOV 2010 JAN 2011 MAR 2011 MAY 2011 JUL 2011 SEP 2011 NOV 2011 JAN 2012 MAR 2012 MAY 2012 JUL 2012 WHICH OPERATING SYSTEM MATTER? 100% 90% 80% 70% 60% • Android and iOS have nearly 90% share 50% 40% • Andoird market share continues to increase. 30% 20% • Apple needs to continually innovate to stay on top. 10% Source: comScore Mobile Landscape, Mark Donovan 2012 10 Monday, October 28, 2013
  12. 12. MOBILE INNOVATION "[The iPhone and iPad] were revolutionary when they first came out, but [rivals'] products that are out there now are about as close to Apple's devices as they've ever been," said Scott Kessler, equity analyst at S&P Capital IQ. "The question is whether Apple is going to introduce products that are different enough from their competitors." - CNN Money, Sept. 2013 11 Monday, October 28, 2013
  13. 13. MOBILE BEHAVIOR Monday, October 28, 2013
  14. 14. CONSUMER DEVICE BEHAVIOR THROUGHOUT THE DAY Weekday Share of Device Page Traffic in the U.S. Source: comScore Device Essential – Jan 2012 13 Monday, October 28, 2013
  15. 15. WHAT DO PEOPLE DO ON THEIR PHONES? Time Spent per Smartphone App Category In App: •While most smartphone users in 2012 had 29+ apps installed on their phones, the average owner only used 12 apps in the past 30 days Source: Flurry Analytics, November 2012 14 Monday, October 28, 2013
  16. 16. TABLET BEHAVIOR Retail appeals more to tablet consumers than smartphone users 39% Sports 25% Retail 48% 51% 38% Entertainment News 56% 49% News 61% 67% 69% Weather 60% Search 0% 20% 40% 60% 74% 80% Smartphone Tablet Source: comScore Device Essential – Jan 2012 15 Monday, October 28, 2013
  17. 17. MOBILE VIDEO While not a top 10 content category consumed, 25% of smartphone owners watch videos on their smartphones daily, and 21% watch videos weekly 16 Monday, October 28, 2013
  18. 18. LOCAL MOBILE CONSUMER •Your future customers are literally around the corner, and mobile can get them in your door •Mobile customers use store locators 63 times for every one mobile commerce order  -Roughly a third of all searches have local intent •90% of smartphone users who search for local info take action within 24 hours TOP APPS are LOCAL SEARCH Related: Yelp, Google, Bing, Fandango, Urban Spoon etc. 17 Monday, October 28, 2013
  19. 19. LOCAL MOBILE SEARCH 18 Monday, October 28, 2013
  20. 20. MOBILE CAMPAIGNS Monday, October 28, 2013
  21. 21. EVOLUTION OF THE MOBILE CAMPAIGN US MOBILE AD SPENDING SHARE, BY FORMAT, 2009-2014 % OF TOTAL 2009 55% 22% 20% 3% 25% 4% 2010 44% 27% 2011 38% 30% 27& 5% MESSAGING DISPLAY SEARCH 2012 32% 33% 30% 6% VIDEO 2013 26% 34% 33% 7% 34% 8% 2014 24% 35% NOTE: NUMBERS MAY NOT ADD UP TO 100% DUE TO ROUNDING Monday, October 28, 2013 20
  22. 22. EVOLUTION OF THE MOBILE CAMPAIGN AVERAGE TIME SPENT PER DAY vs. US AD SPENDING SHARE TIME SPENT SHARE TV INTERNET 10% TIME SPENT IN MOBILE RADIO vs. 1% AD SPEND IN MOBILE MOBILE NEWSPAPERS AD SPENDING SHARE MAGAZINES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SOURCE: eMARKETER, DEC 2011 & JAN 2012 Monday, October 28, 2013 21
  23. 23. MOBILE ECOSYSTEM Monday, October 28, 2013
  24. 24. MOBILE ECOSYSTEM PUBLISHERS CARRIERS AD NETWORKS OEM OS SOFTWARE BROWSERS RETAILERS CHANNELS AD EXCHANGES 23 Monday, October 28, 2013
  25. 25. MOBILE ECOSYSTEM What are the measurement implications of this ecosystem? 1 2 DATA IS NOT 3 4 UNKNOWN UNIQUES UNRELIABLE COOKIES 6 DATA NOT 5 PRIVACY ISSUES VISIBILITY 24 Monday, October 28, 2013
  26. 26. THE MOBILE ECOSYSTEM DATA IS NOT SHARED Most of these buckets do not work together, which means it will probably get worse before it gets better. Created a land of gated gardens. 25 Monday, October 28, 2013
  27. 27. THE MOBILE ECOSYSTEM DATA NOT VALIDATED A number of sources all pull from the same inventory or panels. There is no one unified voice to confirm or validate the data. 26 Monday, October 28, 2013
  28. 28. THE MOBILE ECOSYSTEM UNKNOWN UNIQUES Publishers have a difficult time assessing unique visitors. This problem is magnified when seeking an apples‐to‐apples comparison across platforms. 27 Monday, October 28, 2013
  29. 29. THE MOBILE ECOSYSTEM UNRELIABLE COOKIES Both Javascript and HTTP cookies are unreliable for the mobile Web and are not even an option for apps. Many devices don’t accept cookies at all or are session‐dependent and deleted immediately. Monday, October 28, 2013 28
  30. 30. THE MOBILE ECOSYSTEM PRIVACY ISSUES Even though Unique Device Identifiers or PII’s are being phased out on some devices, they still cause security concerns for users. Proposed privacy bills point to heightened regulations in the future. 29 Monday, October 28, 2013
  31. 31. THE MOBILE ECOSYSTEM VISIBILITY Some mobile vendors are not transparent about the fact that many of them share the same platforms, inventory and technology. It can be difficult to know exactly what you are buying. 30 Monday, October 28, 2013
  32. 32. MOBILE MEASUREMENT Monday, October 28, 2013
  33. 33. AVAILABLE DATA 1ST Data Source: Publisher’s servers, database OR their adserver like Mocean. Web Mobile Mobile Apps •Page Views •Downloads •Time Spent •Frequency Of Use •Device Type •Time Spent •Screen Size SMS •Open Rate •Response Rates 32 Monday, October 28, 2013
  34. 34. IOS 7 iOS 6 and iPhone 5 made huge strides in making mobile more trackable and measurable. iOS 7 is pushing advertisers towards using IDFA’s and eliminating access to MAC Addresses and UDID. The IDFA (Identifier for Advertising) is a random unique code which is shared across apps and gives advertisers aggregate audience data. This will allow us to: • Behavioral Target • Retarget • Develop highly detailed user profiles 33 Monday, October 28, 2013
  35. 35. AVAILABLE DATA 3RD SURVEY CARRIER REPORTED MOBILE TAGGING PUBLISHER ANALYTICS 34 Monday, October 28, 2013
  36. 36. BEFORE YOU RFP Remember: 1. Many partners have access to the same inventory and 3rd party data. 2. Algorithms make a difference, but we don’t like black boxes 3. Sometimes the only way to know which one will be most effective is run a test. 4. Establish a measurement plan and tell partners about it upfront. 35 Monday, October 28, 2013
  37. 37. LOOKING AHEAD 36 Monday, October 28, 2013
  38. 38. SO WHY EVEN DEAL WITH MOBILE? We don’t need to reiterate the sheer reach and engagement potential for mobile. Even with the limitations, the only way to grow the space is to try things that are measurable for your clients now. 37 Monday, October 28, 2013
  39. 39. WILL OUR PLANS BE 100% MOBILE SOMEDAY? Maybe, but we will use the platform and medium that will best achieve optimal results. If mobile can, we will. 38 Monday, October 28, 2013
  40. 40. THANK YOU Monday, October 28, 2013

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